I am a Professor of Marketing in the School of Business Administration at Gonzaga University, where I teach or have taught courses in marketing, marketing research, multivariate statistics, data visualization and business analytics. I am also am a Research Fellow in the Opportunity Northeast place-based initiative of the University. Between 2017-2020, I was a Special Faculty, Jesuit Partnership, at the Heider College of Business at Creighton University, where I taught the Applied Marketing Research course to doctoral students. The focus of my research is on studying behaviors of people in different domains and on research methodology and data analysis issues. My Google Scholar profile can be found here.


2006: Ph.D. (Business) University of Kansas, Lawrence
2000: Master of Engineering (Software Systems) Birla Institute of Technology and Science (B.I.T.S), Pilani (India)
1997: Master of Management Studies B.I.T.S, Pilani (India)

Select Publications

  1. Valluri, Chandrasekhar, Sudhakar Raju, and Vivek H. Patil (2021), “Customer Determinants of Used Auto Loan Churn: Comparing Predictive Performance Using Machine Learning Techniques” Forthcoming in the Journal of Marketing Analytics.

  2. Patil Vivek H. and Frederick H. Franken (2021), “Visualization of Statistically Significant Correlation Coefficients from a Correlation Matrix: A Call for a Change in Practice.” Forthcoming in the Journal of Marketing Analytics.

  3. Joanis, Steven T. and Vivek H. Patil (2021), “Alphabetical ordering of author surnames in academic publishing: a detriment to teamwork,” PLOS ONE, 16(5): e0251176. https://doi.org/10.1371/journal.pone.0251176

  4. Chuang, Ta-Tao, Kazuo Nakatani, and Vivek H. Patil (2020),“A Concentric Framework for Leveraging Big Data for Business Value,” International Journal of Big Data Management, 1 (2), 166-180.

  5. Loroz, Peggy Sue. and Vivek H. Patil (2019), “Mission-related outcomes assessment at a Jesuit Catholic university,” Journal of Jesuit Business Education, 10 (July),114-139.

  6. Patil, Vivek H. (2014). Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis, Journal of Marketing Analytics, 2 (4), 239-249.

  7. Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil (2013), “The Impact of Consumption Hassle on Pricing Schedules,” Managerial and Decision Economics, 34 (1), 1-14.

  8. Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner (2010), “The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion,” American Journal of Health Promotion, 24 (3), 178-181.

  9. Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan (2008), “Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater Than One’ Criterion”, Journal of Business Research, 61 (2), 162-170.

  10. Joseph, Kissan, David Laband, and Vivek Patil (2005), “Author Order and Research Quality,” Southern Economic Journal, 71 (3), 545-55.

  11. Singh, Surendra N., Nikunj Dalal, Sanjay Mishra, and Vivek H. Patil (2005), “A Communications View of Web Page Perception,” Journal of Current Issues and Research in Advertising, 27 (1), 31-52.